--- title: "Secret: search popularity in the United States" description: "A deodorant and antiperspirant brand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/us/brands/secret-deodorant" publisher: "Brandwave" --- # Secret: search popularity in the United States A deodorant and antiperspirant brand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: Secret - **Owned by**: Procter & Gamble - **Market**: United States - **Measured month**: Sep 2026 - **Share of Search among deodorant brands**: 7.9% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Deodorant brands | 6 | 7.9% | 40.5K | - [Deodorant brands](/demand/us/categories/us-deodorant-brands) ## Top deodorant brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Secret was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Secret is the most recommended of the 13. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Secret | 1st | 2 of 3 | 2 of 2 | 4 of 5 | | Dove | 2nd | 2 of 3 | 2 of 2 | 4 of 5 | | Native | 3rd | 2 of 3 | 1 of 2 | 3 of 5 | | Certain Dri | 4th | 1 of 3 | 1 of 2 | 2 of 5 | | Speed Stick | 5th | 0 of 3 | 1 of 2 | 1 of 5 | | Old Spice | 6th | 1 of 3 | 0 of 2 | 1 of 5 | | Mitchum | 7th | 1 of 3 | 0 of 2 | 1 of 5 | | Degree | 8th | 1 of 3 | 0 of 2 | 1 of 5 | | Lume | 9th | 1 of 3 | 1 of 2 | 2 of 5 | | Dr. Squatch | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Arm & Hammer | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Axe | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Schmidt’s | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about deodorant brands - Asked ChatGPT "Which deodorant should I buy?": 1. Secret, 2. Dove - Asked ChatGPT "What are the best deodorant brands?": 1. Dove, 2. Secret, 3. Native, 4. Old Spice, 5. Mitchum, 6. Degree, 7. Certain Dri, 8. Lume - Asked ChatGPT "What is the best natural deodorant?": 1. Native - Searched Google, AI Overview "deodorant": 1. Secret, 2. Speed Stick, 3. Dove - Searched Google, AI Overview "best deodorant": 1. Secret, 2. Dove, 3. Certain Dri, 4. Native, 5. Lume Not named in any answer: Dr. Squatch, Arm & Hammer, Axe and Schmidt’s. Brands are listed in the order each answer named them. The answers were collected in United States on October 26, 2026. ## How has branded search demand for Secret changed in the United States over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for Secret in the United States held steady at 40.5K. - Across the 12 months ending September 2026, Secret’s share of searches among deodorant brands in the United States peaked at 9.2% in January 2026 and was lowest at 7.3% in August 2026. ## How did search popularity change for United States deodorant brands in September 2026? - In September 2026, Speed Stick gained share of searches among deodorant brands in the United States, from 2.2% to 2.9%. - In September 2026, Degree gained share of searches among deodorant brands in the United States, from 9% to 9.7%. - In September 2026, Old Spice gained share of searches among deodorant brands in the United States, from 9% to 9.7%. - In September 2026, Secret gained share of searches among deodorant brands in the United States, from 7.3% to 7.9%. - In September 2026, Dove gained share of searches among deodorant brands in the United States, from 22.4% to 23%. - In September 2026, Native lost share of searches among deodorant brands in the United States, from 20% to 17.7%. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Deodorant brands | 40.5K | 7.9% | 6 | | Nov 2025 | Deodorant brands | 40.5K | 8.4% | 6 | | Dec 2025 | Deodorant brands | 40.5K | 8% | 6 | | Jan 2026 | Deodorant brands | 49.5K | 9.2% | 5 | | Feb 2026 | Deodorant brands | 40.5K | 8.3% | 6 | | Mar 2026 | Deodorant brands | 40.5K | 7.6% | 6 | | Apr 2026 | Deodorant brands | 40.5K | 7.9% | 6 | | May 2026 | Deodorant brands | 40.5K | 7.6% | 7 | | Jun 2026 | Deodorant brands | 40.5K | 7.9% | 6 | | Jul 2026 | Deodorant brands | 40.5K | 7.6% | 6 | | Aug 2026 | Deodorant brands | 40.5K | 7.3% | 6 | | Sep 2026 | Deodorant brands | 40.5K | 7.9% | 6 | ## How are Secret’s branded searches counted? Brandwave collects information about searches that people make online using Secret’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading. - “secret deodorant” ## Which deodorant brands compete with Secret? - [Dove](/demand/us/brands/dove) - [Native](/demand/us/brands/native) - [Lume](/demand/us/brands/lume): Head-to-head: /demand/us/compare/lume-vs-secret-deodorant - [Degree](/demand/us/brands/degree-deodorant): Head-to-head: /demand/us/compare/degree-deodorant-vs-secret-deodorant - [Old Spice](/demand/us/brands/old-spice): Head-to-head: /demand/us/compare/old-spice-vs-secret-deodorant - [Dr. Squatch](/demand/us/brands/dr-squatch): Head-to-head: /demand/us/compare/dr-squatch-vs-secret-deodorant - [Arm & Hammer](/demand/us/brands/arm-and-hammer): Head-to-head: /demand/us/compare/arm-and-hammer-vs-secret-deodorant - [Certain Dri](/demand/us/brands/certain-dri) - [Speed Stick](/demand/us/brands/speed-stick) - [Axe](/demand/us/brands/axe-deodorant) - [Schmidt’s](/demand/us/brands/schmidts) - [Mitchum](/demand/us/brands/mitchum) ## Who owns Secret? Secret is owned by Procter & Gamble. Brandwave also tracks Native, Head & Shoulders, Old Spice, Oral-B and Pantene, owned by the same company, in the United States. - [Procter & Gamble](/demand/us/companies/procter-and-gamble): Owns 17 tracked brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Who owns Secret? Secret is owned by Procter & Gamble. Brandwave also tracks Native, Head & Shoulders, Old Spice, Oral-B and Pantene, owned by the same company, in the United States. ## Cite this page Brandwave. "Secret: search popularity in the United States". https://gobrandwave.com/demand/us/brands/secret-deodorant This page is also available as HTML at https://gobrandwave.com/demand/us/brands/secret-deodorant. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.